Big game's big winners:
Saints and Sun Life
Sun Life Stadium generates $26 million in free exposure
By Toni Fitzgerald
Feb 8, 2010
The New Orleans Saints weren't the only big winners in last night's Super Bowl.
Sun Life Financial, the Canadian financial services company, may have gotten a bargain earlier this year when it picked up naming rights to the Miami Dolphins' stadium for between $5 million and $7.5 million annually.
The Super Bowl, held at the Sun Life Stadium in Miami, made back all the money for the five-year deal.
The stadium generated $26 million in free TV exposure for the Sun Life brand, according to Front Row Analytics, the Philadelphia-based sports measurement company.
That led all advertisers in media value garnered through last night's game, including 68 separate mentions, including verbal, on-screen text and stadium signage.
Still, it was less than Raymond James Financial earned for last year's game on NBC, held at Raymond James Stadium in Tampa Bay, Fla. It earned $37 million in exposure from its 6 minutes and 16 seconds of exposure, according to Front Row.
But Sun Life's bounty was much more than, say, Anheuser-Busch earned for last summer's MLB All-Star Game at Busch Stadium, which produced $4.4 million in free exposure.
Last night's Super Bowl on CBS was expected to draw upwards of 98 million viewers and perhaps set a record for the most-watched Super Bowl ever, breaking last year's record of 98.7 million viewers.
Ratings for the game will be out later today.
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